Exam 4: Managing Marketing Information to Gain Customer Insights

Neuromarketing techniques provide easy-to-interpret data that allow researchers to analyze consumer involvement with products.

A firm has a huge amount of individual customer data saved in different databases.Which of the following can be used to integrate,analyze,and apply the available information effectively?

Marketing researchers can conduct their own searches of secondary data sources by using commercial online databases.

________ is best suited for descriptive research.

Which of the following is true of survey research?

Diane Chambers,the marketing manager of FarmFresh,collects data from her monthly records of sales,costs,and cash flow.In this case,Diane is making use of ________ databases.

Burger Town introduced a new hamburger and released it in two different cities at two different prices.Marketers of Burger Town then analyzed the sales records of their outlets at the two cities,determined the price that resulted in better profits,and used the information to set a nationwide price for their new offering.This is an example of ________.

Marketing research can be collected by mail,telephone,personal interview,or online.Discuss the advantages of each contact method.

Marketers can obtain needed information from internal data,marketing intelligence,and marketing research.Describe some common sources of each of these.

An Internet-based survey is an example of a mechanical instrument used in marketing research.

The primary objective of causal research is to describe things,such as the market potential for a product or the demographics and attitudes of consumers who buy the product.

Which of the following methods should a marketing researcher use to obtain information that people are unwilling or unable to provide?

Which of the following is true of a good marketing information system?

Which of the following statements is true of international marketing research?

Which of the following is an example of ethnographic research?

Hekkens-Dichi,a joint venture between two American and Japanese home products firms,plans to expand its operations in Japan.Since secondary data in Japan is scarce,a range of marketing surveys and interviews was required.Micky Lowe,the marketing researcher of the U.S.branch,conducted extensive studies using the models he developed for domestic research.However,the data generated was inadequate in both quality and quantity.Discuss some potential causes for this failure.

Observational research is the most widely used method of primary data collection.

A researcher who wants to calculate confidence limits for sampling error would use nonprobability samples.

The most important issue facing online researchers in the United States is the lack of a broad cross section of consumers who have access to the Internet.

Which of the following demonstrates the real value of a company's marketing research and information system?